Principles
Use these principles when choosing between otherwise acceptable design options.
Clarity
Section titled “Clarity”Every NJIA material should make the subject, audience, and next action obvious. If a layout or message requires explanation outside the material itself, simplify it.
Public Trust
Section titled “Public Trust”Use restrained visual choices, specific language, and evidence where possible. Avoid decorative treatments that make government services feel promotional or vague.
Consistency
Section titled “Consistency”Repeat approved patterns before creating new ones. Consistency helps audiences recognize NJIA work and helps teams produce materials faster.
Accessibility
Section titled “Accessibility”Accessibility is part of brand quality. Check contrast, semantic structure, reading order, link language, and text alternatives before publishing.